Marketers are in high demand today. So, when you are hiring a marketing consultant, there is likely no shortage of candidates vying for your business. However, despite the widespread need for marketers in today’s world, business owners must still be careful when choosing which firm or individual they desire. Today, we’re going to share nine things to look for when hiring a marketing consultant.
Experience as a marketer.
Marketing is the core of every organization. Marketing consultants are in high demand for good reason. Marketing consultants should have experience in marketing — both in strategy and execution. Marketing consultants who have track records of successful marketing campaigns will be your best bet when hiring a marketing consultant. Find out if they have only worked in agencies, built and led marketing teams and plans for businesses, or someone acting as a specialist in a particular aspect of marketing.
Framework for growth marketing
Marketing consulting firms and individual consultants should have a framework to grow businesses, such as the Marketing Growth Triad. A Marketing Framework for Growth includes strong marketing foundations like Marketing Strategy and Marketing Execution, which provide insight into delivering competitive advantage through effective marketing programs. Thomas McMillan uses the Growth Triad that includes strategy, tactics, and measurement.
Profit & Loss (P&L) mindset marketing
Marketing consultants should have a profit & loss mindset. Marketing is only successful if it delivers returns on investment (ROI). Marketing consulting companies need to be able to show how their work will help you make money. Marketing programs are designed to drive company profits or reduce advertising costs. Ask if they have been entirely responsible for all marketing investments in the past for a company. Hiring a marketing consultant with a P&L mindset will bring value to your business.
Process for achieving goals and measuring success
Marketing consulting firms and individual consultants should have a process for achieving goals and measuring success. Marketing programs need to be designed for measurable business outcomes. Marketing consultants should be able to explain their methods for assessing the progress toward achieving each specific objective. Marketing consulting companies should provide detailed insights on those objectives, as well as how they’ll measure those accomplishments along the way. The Marketing Growth Scorecard is one that Thomas McMillan uses with his clients and allows companies to measure all the stages of the customer value journey. Hence, they routinely know performance and can easily identify bottlenecks.
Personality and style
Marketing consultants should have a personality and style that suits your business. Marketing consultants should present themselves professionally in person, when corresponding via email or phone, and when delivering presentations. Marketing consulting companies should work seamlessly with you and your team — even if the consultant is not physically in the exact location. Just like it’s essential to hire people who fit into your culture, it’s crucial that when you are hiring a marketing consultant that they will push you and be a great extension of your team.
Network of marketing specialists in various marketing disciplines
When interviewing marketing consultants, ask them about their network of marketing specialists and how they work with and refer to team members. Marketing consulting firms and individual consultants should be well-connected and have relationships with other respected professionals. Marketing consultants need an extensive network to deliver consistent results for your company.
How much do marketing consultants charge?
Marketing consulting firms and individual consultants should have a set project fee, monthly fee, or hourly rate. Marketing consulting companies need to have transparent pricing standards to know what the potential costs will be before working together. Marketing consulting companies typically have predictable pricing models based on both types of engagement and expected deliverables. Marketing consulting companies should be able to provide pricing for consulting work and implement the recommended strategies or tactics if needed.
Credentials and continued education
Marketing consulting firms and individual consultants should have a set of credentials. Marketing consulting companies should display credibility through their team members, including the marketing consultants themselves. These could be degrees such as a Master of Business Administration or another marketing-related degree. Often credentials will come in the form of partner certifications such as Thomas McMillan being a DigitalMarketer Certified Partner and earning his MBA from Texas A&M University’s Mays Business School. Completing various courses/certifications on topics and even marketing technologies are great ways for marketing consultants to do this. Marketing consultants should tell you how they continue their education in marketing through conferences, courses, masterminds, and other forms of learning.
References or recommendations
Marketing consultants should be able to provide references or recommendations. Marketing consulting companies should have a set of testimonials from other companies who have worked with them in the past. Marketing consulting companies should also regularly provide case studies so you can get an idea of how successful projects turned out, especially ones that are similar to your own business needs.
Conclusion: Hiring a marketing consultant
Marketing consultants are an excellent way to help grow your business, but you should be careful when choosing which marketing firm or individual to work with. Marketing consulting companies should have a personality and style that suits you, be able to present themselves professionally, have an extensive network in the industry, be well-connected within the industry, have transparent pricing standards, have a set of credentials, provide references or recommendations, and continuously educate themselves on new technologies. Marketing consultants with these traits will best help your business achieve its goals.